Vastuu Group and Valve have launched a joint development project funded by Business Finland. The goal is to make generative artificial intelligence a practical, everyday part of B2B marketing and sales. The project focuses on solving real business challenges with AI agents quickly, hands-on, and with measurable impact.
Vastuu Group holds a strong position in the Finnish business landscape as an enabler of reliable data and corporate responsibility. At the same time, the market, customer expectations, and the ways marketing and sales operate are changing.
The collaboration with Valve grew out of a shared ambition to take the use of generative AI beyond abstract discussion and into practical action.
“Gen AI offers enormous potential, but real value only emerges when it shows up in daily work. In this project, we focus on developing concrete AI agent solutions that support marketing and sales right away, in practice,” says Netta Paavoseppä from Vastuu Group.
The aim of the project is to build a clear and controlled path for using AI in a way that supports Vastuu Group’s business today and in the future.
At the core of the project are AI agents that act as everyday assistants for marketing and sales. In practice, this can mean for example:
The goal is not to build heavy systems, but to solve real problems step by step, in a way that supports users instead of burdening them.
In B2B companies, efficiency, customer insight, and smart use of resources are key competitive factors. At the same time, AI is advancing faster than organisations can adopt it in a controlled way.
Thanks to the Business Finland project, Vastuu Group can experiment with and learn how to use AI in a real business environment, based on facts, in a managed way, and without unnecessary risk.
At Valve, the belief is that AI delivers the most value when you start from practical business problems and move forward through concrete solutions.
“We think it’s great that Vastuu Group joined the Business Finland project with courage and an open mind. An AI agent-based approach is the right way to proceed: you learn fast and create real business value immediately, not years down the line,”
says Mika Hyötyläinen from Valve.
AI offers major opportunities for marketing and sales, and the organizations that get started now can build a clear lead over their competitors.
In the first phase of the project, several AI agent concepts will be designed and defined based on Vastuu Group’s needs. The most impactful ones will be selected for further development and practical testing.
The Business Finland project acts as a starting signal for a longer development journey, where AI will be used more systematically to support marketing and sales, with measurable improvements to the business.